Expert Tasks IMC Players To Tap AI’s Potential Despite Threat To Labour

With the rapid advancement of Artificial Intelligence that is rippling through economies and increasing the fear of possible loss of jobs, a communication expert, Edward Israel-Ayide has urged players in the integrated marketing communication sector to leverage the vast potential provided by the technology rather than nursing the fear of job displacement.

The advice is coming on the heels of palpable tension that has hit every industry on the likelihood of Artificial Intelligence replacing jobs and deepening inequality.

 Israel-Ayide, Founder and Head of Communications and Strategy, Carpe Diem Solutions emphasized the need for people to upgrade their skills and tap the potential of the new technology to prevent themselves from being redundant.

The communication expert stated this while answering questions from participants after giving his keynote address at the Annual Consumer Rights Day organized by the Brand Journalists Association of Nigeria with the Theme: “Fair and Responsible AI for Consumers.”

According to him, AI will affect jobs around the world. It will replace some and will complement others. It is only those who tap its potential that will remain relevant in the industry. 

His words: “Are we saying that some people will lose their jobs and that technology should not evolve? We cannot afford not to develop ourselves because of technology. We need to understand that technology will make some people redundant. Those who are redundant are the people their companies will let go. How can they prevent themselves from being let go? They have to upgrade their skills. They have to understand that their job is to know more than the customers.”

Also speaking on the direction the technology is taking the entire world, Israel-Ayide said, “AI was not in existence about three or four years ago but today, the technology is setting a trend across the industry. Some people are learning it to up-skill and remain relevant in their various endeavours. That is the direction AI is taking people to and the more reason everyone should follow that direction.”  

A recent IMF report highlighted the potential impact of AI on the global labour market and predicted the likelihood that jobs will be replaced by the new technology. It however projected the possibility of AI complementing human work in many cases.